Electronic word-of-mouth in China: A motivational analysis

摘要

Based on the research of Henning-Thurau and Mee-Shew Cheung, the authors studied the motives of electronic word-of-mouth (e-WOM) in China. The findings reported here indicate that the motives of Seeking confirmation, Expressing or sharing positive feelings, Helping companies, Web convenience, Negative experiences had significant impact on e-WOM behavior. The different motives of e-WOM on different platforms are also found.